Hi. First of all, call your parents, grandparents. Better yet, make an appointment soon. Have you? Now read on.
Nasha Ryaba is a super product. Everyone who has bought and is buying this chicken for themselves and their family knows about its quality. But the brand kept silent for a long time. Its perception began to deteriorate.
Obviously, it's our families and our loved ones. This is the opinion of 64% of the Ukrainians aged 31-45.
Nasha Ryaba needed to start talking to people about something very important for them and for the brand.
On the New Year's eve, we began to gather pieces of our New Year's history together: family, holidays, the largest national brand "Nasha Ryaba".
And it became clear that we need a strong brand symbol, clear and at the same time not overused that would combine all these into a single communication.
Didukh or "tree of life" is a traditional Ukrainian symbol of prosperity, intergenerational ties and family talismans. It has become the main element of branding a limited series of packaging for the entire line of "Nasha Ryaba" especially for the New Year holidays.
And then the real magic began. Instead of happy advertising of the happy family happily eating their chicken and happily smiling at each other, we showed the truth.
What happens when mom closes the door, seeing off relatives after they came for the holidays.
The song you heard in the video was written specifically for this campaign.
The idea was developing organically during the year in various advertising formats.
The campaign not only gave a strong push to sales in the New Year season – an increase of 8.3% with rising prices – but also continued to support the brand throughout the following year.